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Question 1

An HR manager attended a conference where the topic of HR analytics was presented. The manager returned to the office feeling strongly that analytics could be used to guide hiring decisions in the future. Which of the following results would assist the HR team in making such decisions?

AEmployee skill gaps

BEmployee engagement scores

CWorkforce performance

DAbsentee rates

Correct Answer: 1

Question 2

The data analysis completed by the analytics team points to three potential options that could be recommended by the team each of which will help their organization meet their desired goal. Given that there is no significant difference in the results that each option would provide, the team will reach a final recommendation by determining value to be delivered to specific parts of the organization and:

AWithin the functional unit with the most staff

BBy which manager wants the change the most

CAssessing the impact of change for each one

DBy optaining a decision by senior management
Explanation:
According to the IIBA's Guide to Business Data Analytics, one of the steps in the data analysis process is to use the results to influence business decision making.This involves evaluating the feasibility, viability, and desirability of the potential options or solutions that are derived from the data analysis, and recommending the best option or solution that aligns with the business goals and objectives1. To evaluate the feasibility, viability, and desirability of the options or solutions, the data analysis team should consider the value to be delivered to specific parts of the organization and the impact of change for each one. The value to be delivered refers to the benefits, outcomes, or improvements that the option or solution will provide to the stakeholders, customers, or processes of the organization. The impact of change refers to the costs, risks, or challenges that the option or solution will entail for the implementation, adoption, or maintenance of the organization.By assessing the value and the impact of each option or solution, the data analysis team can compare and contrast the trade-offs, pros and cons, and strengths and weaknesses of each option or solution, and select the one that maximizes the value and minimizes the impact for the organization2.
The other options are not correct criteria for reaching a final recommendation. The functional unit with the most staff, the manager who wants the change the most, and the senior management are not relevant factors for evaluating the options or solutions, as they do not reflect the value or the impact of the options or solutions. The functional unit with the most staff may not be the most affected or the most important part of the organization for the data analysis project. The manager who wants the change the most may not have the authority, influence, or expertise to make the best decision for the organization.The senior management may not be the only or the final decision makers for the data analysis project, as they may delegate, consult, or collaborate with other stakeholders or experts.

Correct Answer: 2

Question 3

A fifty-year-old brick and mortar business is interested in determining the potential for selling their current products online. The sales director has asked the analytics team to predict future sales for their most popular product. A simple question is formed "Would you buy this product online?" The sales director would like to survey students from local colleges and universities within a 50km radius. As a result, the team will conclude:

AThe sample size being considered may be too large to work with

BThe research question will be easily answered with currently available data

CFocusing on a 50km radius will allow the team to complete the analysis quickly

DThe survey will establish a poor study population
Explanation:
According to the Guide to Business Data Analytics, a study population is the subset of the population that meets the eligibility criteria for the research question. A study population should be representative of the population of interest and relevant to the business problem or opportunity. In this situation, the survey will establish a poor study population because the students from local colleges and universities within a 50km radius may not reflect the characteristics, preferences, and behaviours of the potential online customers for the fifty-year-old brick and mortar business. The students may have different demographics, income levels, shopping habits, and needs than the target market for the business. Therefore, the survey results may not be generalizable or applicable to the population of interest and may not provide valid and reliable insights for predicting future sales.

Correct Answer: 3

Question 4

A consumer products company gained popularity with increased growth and brand recognition with one of its products. Although they have a loyal customer base and past year's performance results have shown steady growth, the Senior Leadership team wants to keep product leadership as their primary strategic priority. What would be their primary goal?

AFocus on providing value to customers by offering innovative and leading edge products

BFocus on their other products/product lines so that they gain momentum in popularity as well

CMaintain operational efficiencies so that their products can continue to be competitively priced

DEnsure that their top product continues to gain market share and maintain high standards
Explanation:
According to the IIBA's Introduction to Business Data Analytics: An Organizational View, product leadership is one of the three generic strategies that an organization can pursue to achieve competitive advantage in its market.Product leadership means that the organization focuses on providing value to customers by offering innovative and leading edge products that are superior in quality, design, functionality, or features than those of the competitors1.Product leadership requires the organization to invest in research and development, to foster a culture of creativity and experimentation, to embrace change and risk, and to leverage data and analytics to generate new ideas, test hypotheses, and measure outcomes2.Therefore, if the Senior Leadership team wants to keep product leadership as their primary strategic priority, their primary goal would be to focus on providing value to customers by offering innovative and leading edge products.

Correct Answer: 4

Question 5

A small business has recently launched their website and wants to understand how the website is being used. In particular, there is interest in identifying which areas of each page receive the most attention. The analyst has decided to communicate this information by displaying the top pages overlaid with colours denoting the volume of clicks. What type of visualization technique is being used here?

ASurface chart

BHeatmap

CTreemap

DScatter chart

Correct Answer: 5

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